Press Release Terms

Confused about press release terminology? The EON: Enhanced Online News glossary helps to explain some of the key terms used when reading about assembling effective web-friendly press releases.

Embedded Image

Embedded images are images placed within the body of your release text. An exclusive feature of EON releases, embedded images can help stylize and provide additional context and content to your releases.

These images must be hosted by you, either on your own website or with an image hosting service such as Photobucket  or Imgur .

Hyperlink

Hyperlinks are a core feature of webpages. By hyperlinking text and images, you can direct readers to different webpages on your website and across the Internet.

Hyperlinked words and phrases are important to search engines and readers alike, as they indicate key terms within your release and also provide a vote of importance to the destination. For effective hyperlinking, point to specific pages designed to meet reader expectations.

Keywords

Keywords are words and phrases that are important to your company. These are typically words that web surfers use to research or make purchasing decisions about your products or services.

In the context of press releases, you want to identify and reinforce important keywords so your press release will have the best chance of being displayed for key terms used by search engine users.

Keyword Analysis

Keyword analysis is the process of analyzing your press release text to both determine your most effective keywords and optimize keyword usage within your release text.

EON: Enhanced Online News provides a free to use optimization tool to help you discover recent search traffic volume on news searches for keywords and keyword phrases. Our tool also recommends where and how often to use them in your online press release.

Keyword Density

Keyword density refers to the frequency a given keyword is used in your release text. For instance, if your press release is 100 words and your keyword is used twice, the keyword density for that keyword would be 2% (2 divided by 100).

EON's keyword tool provides keyword density recommendations for you, and when consulting with clients we recommend staying under 8% density for any keywords in your releases.

Long Tail

The Long Tail is a concept born out of a Wired magazine article written by Chris Anderson . It can refer to the wide range of specific niche content sought out by searchers and news consumers across the web.

Publishing your releases forever on EON can boost your release's chances of being found by searchers over the long run.

Multimedia

Multimedia refers to any photos, videos, audio files, animation or graphics added to your release. Each release on EON: Enhanced Online News includes up to 3 multimedia assets in the purchase price, and all multimedia submitted along with your release is placed in a multimedia gallery with dedicated pages for each multimedia asset.

Our studies have also found that adding multimedia increases traffic to press releases by up to 70%.

Press Release

A press release can be many things, but essentially it is a public announcement from your company or organization designed to be useful to reporters, news consumers, financial analysts and others. Press releases may cover topics such as:

• Product or service announcements
• Promotion or new hire
• Special event
• Company reaction or statement on industry news

Press releases are often used as the basis for or to supplement news story creation, to support purchasing decisions or to learn more about a company or organization. Press releases are also frequently called "news releases."

Press Release Builder (PRB)

Press Release Builder is our free tool within EON: Enhanced Online News to help you create your online press releases. Whether you're new to writing press releases or simply need a little assistance with optimizing, PRB can help walk you through the process of crafting a web-friendly press release.

Press Release Optimization

Press Release Optimization is the combination of techniques and technologies you can use to increase your press release's chances of being ranked highly by search engines as well as being found, seen, and shared by readers online. Work with EON and Business Wire's optimized technology platforms while applying best practices outlined in our webinars, blog posts and whitepapers to create releases like a PRO.

Rich Text Formatting (XHTML)

Rich Text formatting refers to text formatted with bold, italics, bullet points, numbered lists and other text formatting features available when publishing your releases on EON: Enhanced Online News. Both readers and search engines like to see rich text formatting indicate important content and keywords within the release body.

RSS

RSS stands for Really Simple Syndication and is a technology which allows web publishers to syndicate and share their content with interested readers. Every release on EON is published to relevant RSS feeds and delivered directly to interested readers.

There are many popular RSS clients including Google Reader, which is free to use.

SEM

SEM stands for Search Engine Marketing. SEM is a marketing discipline centered on driving traffic to and building awareness to your company via search engine traffic. Press releases are often a key component of SEM campaigns.

SEO

SEO stands for Search Engine Optimization and is the art and science of optimizing and promoting content to maximize performance in search engines.

SERP

SERP stands for Search Engine Results Page. It's the list of search results that appear after you type keywords into a search engine. Each major search engine uses its own method of ranking pages and determining results.

Press releases will most often show up in Organic SERPs or News SERPs.

Tags

EON provides you with the ability to tag your press releases. Similar to keywords, tags are words you select to describe the contents of your press release. Each tag is clickable and links to a page of press releases with the same tag, helping readers discover related releases on EON.

Target Categories

EON provides a wide list of target categories you can select for your press releases. They are used to categorize releases and create relevant RSS feeds for readers. To better optimize your release, choose accurate target categories for industry, subject, and geography.

Website Preview

Each EON release has the option to embed a website of your choosing, which will be displayed in the website preview window at the bottom of your release. This is a free feature included with each EON release.